Professional Documents
Culture Documents
Cohort Based
COURSE HIGHLIGHTS
120 12 9
Video Assignments Discussions
Lectures
03
3
Case Study Live Online
Teaching Sessions
The course includes live Q&A with David Rogers, Faculty of Executive Education, Columbia
Business School
SYLLABUS
Pre-Work
Framework
04
Customers - Khan Academy Example
Applications
Individual assignment - What are the strengths and weaknesses of your firm, your
industry or the industry you are seeking to work in?
MODULE 2 - Customer Networks and the New Path to
Purchase
Frameworks
05
Application
Individual Assignment - Pick a recent non-impulse (high involvement) purchase
from the past year. Map out your path to purchase – research and interactions.
MODULE 3 - Understanding Digital Customer Behaviors
Frameworks
Introduction
Access Strategy
Collaborate Strategy
Application
06
Individual Assignment - Develop an innovative customer initiative based on the
framework learned.
MODULE 4 - Platform Business Models
Framework
What is a Platform?
4 types of Platforms
4 Advantages of Platforms
Application
Individual Assignment - Map out the Platform Business Model map.
MODULE 5 - Coopetition, Disintermediation, and Asymmetric
Competitors
Framework
Introduction
Coopetition
08
Application
Individual Assignment - Draw a Competitive Value Train.
Framework
Framework
Big Data
Application
Group Assignment - Develop an innovative data initiative by applying the four
templates of data value.
MODULE 8 - Innovation through Experimentation: AB Test
and Minimum Viable Products
Framework
Introduction
2 Kinds of Experiments
Application
Individual Assignment - How would you design an experiment to learn the best path
with a given scenario?
Framework
Framework
The New York Times - Adapting to its Value Proposition - The Problem and the
New Value they Created
The New York Times - Adapting to its Value Proposition - Organizational Shifts
and Results
13
MODULE 11 - Mastering Disruptive Business Models
Highlights of Disruption
Tool + Summary
Application
Individual Assignment - Create and Assess a Disruptive Business Model
MODULE 12 - Surviving Disruption: 6 Incumbent Responses
to a Disruptive Challenger
Framework
Application
Individual Assignment - Analyze a threat and plan your response using the
Disruptive Response Planner
MODULE 13 - Leadership and the Customer Value
Imperative Frameworks
Framework
16
BENEFITS TO
THE LEARNER
World-renowned faculty
David Rogers
Faculty at Columbia Business School
David Rogers, a member of the faculty at global CEOs and CMOs come together with
Columbia Business School, is a globally leading technology firms, media companies,
18 recognized leader on brands and digital business and entrepreneurs, to address the challenges of
strategy. He is known for his pioneering model building strong brands in the digital age.
of customer networks. He is the author of
Rogers advises companies and keynotes
four books, including “The Network Is Your
at conferences worldwide on the ways that
Customer,” and the recently launched, “The
technology is transforming brands and business
Digital Transformation Playbook: Rethink Your
strategy. He has consulted on marketing
Business to Adapt and Thrive in the Digital
and digital strategy for startups and global
Age.”
companies – including Toyota, Pernod Ricard,
At Columbia Business School, David teaches Visa, SAP, Lilly, Combiphar, China Eastern
global executives as the Faculty Director of Airlines, Kohler, Saint-Gobain, and MacMillan,
Executive Education programs on Digital among many others.
Marketing and Digital Business Strategy.
David has appeared on CNN, ABC News, CNBC,
His recent research with Columbia Business
Marketplace, Channel News Asia, and in The
School’s Center on Global Brand Leadership has
Financial Times, The Wall Street Journal,
focused on Big Data, the Internet of Things, in-
Forbes, and The Economist. He received the
store mobile shoppers, digital marketing ROI,
2009 Award for Brand Leadership at the World
and data privacy. David is also the founder and
Brand Congress.
host of the Center’s acclaimed BRITE conference
on brands, innovation, and technology, where
CERTIFICATE
BEN CHOI
HAS ATTENDED AND SUCCESSFULLY COMPLETED
19
ABOUT
COLUMBIA
BUSINESS
SCHOOL
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